Ethnographic Marketing Research Report by rachelleshantal

ETHNOGRAPHIC MARKETING RESEARCH REPORT

Rachelle de Jong, Britte Onink, Britte Hubregtse & Evelien van Ruiten

01-02

INTRODUCTION

03-04

THE BRAND

05-06

About

09-10

THE NEO-TRIBE

11-12

About

13-14

Nouveau Elite, Wannabe or Influencer

15-16

Norms & Values

17-22

Beliefs & Behaviour

23-24

Places To Be

25-26

Creative Expressions & Stylistic Elements

27-30

Musthaves

31-32

CONCLUSION

33-41

SOURCES

In todayâ&#x20AC;&#x2122;s postmodern world, neo-tribes are rising and target groups are losing its relevance (Ana Canhoto, 2017). Neo-tribes make us belong somewhere in-line with our identity. Certain passions, characteristics and values are being shared; people feel connected through invisible codes of conduct. The main aim of this report is to distinguish a neo-tribe from a market and to portray them in detail. The report starts off with an analysis of the brand K-Swiss, whereby its identity, target group, goals and issues are defined. After explaining the brand K-swiss, the main focus of this report is about the in depth description of the tribe: â&#x20AC;&#x2DC;The Nouveau Eliteâ&#x20AC;&#x2122;. It describes how they live, what they consider as important, where they can be found, and many more. For this research, qualitative and quantitative analysis has been done, in which different techniques are used to collect data, such as observation, desk research, textual and visual analysis through various social media channels (e.g. Instagram and Facebook). Most of the limitations were about visiting places which were not easy to access for outstanders.

K-Swiss, Inc. is an American athletic shoe brand based in California, and known for its top quality running shoes (En.wikipedia.org, 2018). The company designs, develops, and markets footwear, apparel, and accessories for athletic, sports, and fitness activities, as well as casual wear under the K Swiss brand worldwide (Bloomberg.com, 2018). Tagline/slogan: Keep it pure; Partyâ&#x20AC;&#x2122;s over.

ABOUT In 1966, K-Swiss was founded by the two Swiss brothers, Art and Ernie Brunner. They moved to California to create a footwear brand focused on tennis. As experienced tennis players and skiers, the two took inspiration from leather ski boots to create a court shoe that supported the aggressive side-to-side movement of tennis. The K-Swiss Classic was the first all-leather tennis shoe and were being worn by some of the world’s best tennis players to major championship victories. The K-Swiss Classic quickly gained worldwide recognition and became a style statement both on and off the court (K-Swiss, 2018). K-Swiss’ modern brand mission is to outfit and inspire the next generation of entrepreneurs. These young ‘leaders’ are at the forefront of today’s culture, influencing and inspiring young people around the world (K-Swiss, 2018). The footwear brand focuses on urban upper-middle and upperclass men and women as its target group (MBA Skool-Study.Learn. Share., 2018). It aims to link up with a new generation of influencers and creatives to explore their entrepreneurial spirit (So, 2017). Anyone in the athletic sneaker business is a competitor, according to K-Swiss. Obviously, Nike, Adidas, Puma, Reebok (all the big guys) are sold in the places K-Swiss aspires to be sold in, but they’re out of their league in terms of the size of revenue. A brand like Fila is very similar to K-Swiss in terms of having an authentic history and strength (Verry, 2018). New logo K-Swiss redesigned the brand’s

shield logo in 2014 to refresh the elements of its brand identity (Mortimer, 2014). The new minimalistic shield logo retained its classic five stripes trademark, although the orientation of the stripes has changed. The stripes point upward to signify the brand’s momentum towards the future (O’Reilly, 2014). The red, white and blue are being used as a symbol for the brand’s American heritage. The logo is rich and sophisticated and provides a premium feel (Jonsson, 2014). Goals While K-Swiss does not literally states its branding and marketing goals, the following can be concluded from the research: K-Swiss’ marketing goal is to continuously press ahead with marketing that aims to make the brand relevant to a new generation of consumers (Hamanaka, 2017). K-Swiss’ branding goal is to change consumers perceptions about the brand and further raise brand awareness amongst its target audience (Huang, 2014). These goals confirm that K-Swiss wants to focus on boosting the brand’s profile because it lost awareness during the years. It wants to go along with the time by appealing to a new generation. Part of this new strategy is the collaboration with Diplo or Joe Jonas/DNCE for example (Elizabeth, 2018). Issues The once-hot brand lost its way over the years and did not win over new consumers. The consumers’ shopping behaviour remains challenging due to the market

becoming more automized and nichefied (Verry, 2018). While it is important to have a clear brand identity in today’s world, K-Swiss is having a hard time. Vision and values are not clearly communicated and social channels are not attractive or up-to-date. The brand is not that much approachable as it should be, in terms of communication. Furthermore, it has a lack of physical visibility, worldwide. By launching its first ready-towear collection, K-Swiss’ classic heritage of the 1990s is totally faded. With this collection, the US footwear brand showed hesitation while instantly focusing on the era’s hip-hop and rap scene. By displaying two different worlds (classic tennis and hip hop) it makes it hard for consumers to connect with the brand. So, there can be concluded that K-Swiss is having a serious identity crisis. K-Swiss is in a competitive situation with Nike and Adidas, which dominate all aspects of the market. The biggest challenge for them is to be unique and not have a derivative version of what the competitors are doing (Verry, 2018), (Langton, 2018). Internal employees are not satisfied about the brand’s management at all (Glassdoor.nl, 2018). There is a lack of communication between the departments at the head office and employees can not even identify with the brand. Goals are unclear and there is zero structure and respect. When having a poor internal communication, there can never be a clear message to the outside world.

KS WIS SKS WI

The name â&#x20AC;&#x2DC;The Nouveau Eliteâ&#x20AC;&#x2122; is a combination of the terms: Nouveau and Elite. Nouveau refers to a new generation. They are the future and have a different perspective about life than the generation above them. Elite describes a group in society that grew up in a privileged environment.

ABOUT ‘The Nouveau Elite’ all have two things in common: they are born in a successful entrepreneurial family and have clear ambitions to start their own business themselves (NPO3, 2018). Many of them grew up without any limitations: a new car or extra study allowance, they just get it (van Huijgevoort, 2015).

The parents kind of created an imaginary ‘glass floor’ which provides ‘The Nouveau Elite’ with the most favorable conditions, so that they are more likely to accumulate wealth than the average person (Mooij, 2018). The parents want them to end up well and therefore have lots of expectations towards them. ‘The Nouveau Elite’ have to learn, just like their parents at the time, that they have to earn things themselves (as an entrepreneur). They want to prove themselves and create self-esteem in addition to the family capital (van Huijgevoort, 2015), (Dohmen, 2017). ‘The Nouveau Elite’ can be described as spoiled. They are in love with the luxury lifestyle and like to show this towards other people. The money is spent in an obvious, and sometimes even in a butch way. Most of it is spent on cars, entertainment and fashion related products (ten Have, 2017).

“THE NOUVEAU ELITE”

“THE WANNABE”

“THE INFLUENCER”

NOUVEAU ELITE, WANNABE OR INFLUENCER? “There is a difference between being rich and living rich” - Chris Reining (Hoffower, 2018). We live in a time where fashion items from Prada and Gucci have become mass-products. Through the democratization of luxury, in the last ten years, luxury has even become more accessible for the ‘mass-class’. Now, the middle class can also eagerly participate. Luxury is strongly associated with status and success in this individualistic, capitalistic society. Due to luxury becoming more accessible for everyone, there is a great interest in luxury products. There is also a lot of counterfeit in which the difference between real and fake is hardly noticeable sometimes (De Boeck, 2014). In today’s age, people are very materialistic and like to share all of this via social media. There are two other tribes that come close to ‘The Nouveau Elite’ tribe. Because of this there is a distinction made between those. Wannabe’s ‘Wannabe’s’ have a strong need to refer themselves to ‘The Nouveau Elite’, because it brings a certain status with it. They do everything to show the outside world that they belong to ‘The Nouveau Elite’

but in reality they do not belong. They do not share the same norms and values and can not live up to their standards. The difference between the ‘Wannabe’s’ and ‘The Nouveau Elite’ is that the ‘Wannabe’s’ do not get the money from their parents but have to work for it themselves. They buy more mainstream and brand-oriented, while the ‘The Nouveau Elite’ are more looking for exclusivity and quality whereby inside knowledge and interest are most important. Influencers Being an ‘Influencer’ is a profession, born out of a passion. They have become known through social media channels such as Instagram and/or YouTube, where they present their luxury lifestyle to the outside world with the aim of creating visually appealing content. They are trendsetters and influence the buying behavior of other consumers (Daamen, 2018). The difference between the ‘Influencer’ and ‘The Nouveau Elite’ is that the ‘Influencer’ is trying to sell a product consciously where the image is often staged, while ‘The Nouveau Elite’ just post a picture in their natural habitat.

NO RMS &VA LU

ATTENTION They like to show their exclusive and extravagant lifestyles on Instagram, in order to represent status.

INNOVATION â&#x20AC;&#x153;Only dead fish go with the flowâ&#x20AC;?. They do not follow the mass but create new business possibilities.

OPTIMISM They have a positive mindset, constantly think in terms of opportunities and are not afraid to fail.

APPEARANCE They highly value a representative appearance.

FAMILY The family is most important, especially the parents.

ENJOYMENT Enjoying life and above all, enjoying what they have, in between working hours.

BELIEFS With beliefs and behaviour, the intangible side of the neo-tribe, like thoughts and motivations, is explained as well as behaviour in terms of activities and communication.

‘The Nouveau Elite’ believe that luck does not come across but that they have to create it themselves. They believe that they can control their own success instead of taking a passive attitude. The tribe thinks big and is not afraid to fail. Risks must be taken. Other people are constantly afraid of what could happen while ‘The Nouveau Elite’ do not think about what can go wrong or how big a problem is (BALLINNN ‘, 2018). The emphasis is on growth and opportunities. This means that they do not just sit back and do nothing when facing a problem, but remain focussed on their main end purpose (Hegger, 2017). This mindset is key to keep holding on to a process of enrichment (BALLINNN’, 2018). While the average person believes that earning money is difficult, ‘The Nouveau Elite’ know that money comes automatically with success. Earning money does not happen by itself but is, in fact, simple. There is no secret becoming rich (Elkins, 2016). ‘The Nouveau Elite’ form a stable team around them, within the entrepreneurial business. They believe that working in a team helps to contribute even more to success. For business, the tribe is willing to put its ego aside. Teamwork builds up a fortune (Elkins, 2016). Furthermore, families are a huge motivation, but in particular the parents are most important. They are their role models; ‘The Nouveau Elite’ look up to them. The tribe shows this with great pride via social media by posting photos and videos. This proves a lot of appreciation. Family can rely on each other (Guided Mind, 2017).

“I don’t have dreams, I have goals”. - Isabelle Wildenburg (Instagram)

BEHAVIOUR Sports ‘The Nouveau Elite’ organize their day as efficient as possible. Early mornings are used for work or sports, like tennis, swimming or just with a personal trainer (BALLINNN ‘, 2018). 76% trains at least half an hour each day (Hegger, 2017).

Show-Off ‘The Nouveau Elite’ spend lots of money on luxury goods such as designer labelled items, extravagant accessories, cars, scooters, food, going out and holidays. Price does not matter and is barely looked at (BownWilson, 2017). They like to be seen as people with lots of money and love to show their wealthy lifestyle to the world via Instagram by posting a lot of photos and videos. Their behavior is showy, extravagant and self-indulgent. “Bubbles, spice it up” (NPO3, 2018) “The grander the kitchen, the less likely it’s every used”. They entertain exclusively by dining out (Sanders, 2017). The tribe’s network brunches take place at the Conservatorium Hotel and lunches at George WPA or Brasserie Van Dam with a group of friends. From noon onwards, the wine is already been poured, along with a glass of Pellegrino. At night, ‘The Nouveau Elite’ dine

in style, at the Harbour Club or Las Palmas, with friends or family. They enjoy the high-quality cuisine with a good glass of wine, such as Dom Perignon or Moët & Chandon (Fraanje, 2018). Additionally, men like to smoke a cigar, especially the ones from Cuba. ‘The Nouveau Elite’ also attend lavish parties with a group friends (Bown-Wilson, 2017). They reserve a VIP spot in high-end clubs such as MadFox or Supperclub. With this, there is an abundance of expensive and large bottles of alcohol presented with fireworks, for example Armand de Brignac or Belverdere. All of this provides them prestige and status from others in the club. The cost of a VIP table starts at 750 euros (booked in advance), large bottles of wine and service included. Next to the entrepreneurial life, they also make time for holidays. Ofcourse, they travel in style. Airlines such as KLM, Emirates or Etihad Airways are commonly used. At departure, they start off with a good glass of champagne in the Business or First Class. ‘The Nouveau Elite’ go on several luxury trips multiple times a year. In wintertime they go to Tirol or the Swiss Alps for skiing, together with family or friends. In addition to this, they go to sunny destinations.

Places like Ibiza, Marbella, Dubai and Los Angeles are in favour. They stay at the most expensive hotels or villas and rent a boat. It’s not only where they went, but also about the name of the hotel and the size of their suite (Sanders, 2017). For most of the tribe members the family owns a second house, at home or abroad. Locations vary from Amsterdam to The South of France, Fort Lauderdale or Bali (ten Have, 2017).

Social Circle Within ‘The Nouveau Elite’s’ world, everyone knows each other. “Ons kent ons” (RTL Nieuws, 2017). They like to surround themselves with the people who have the same ambitious and view of life. They prefer to talk about visions, ideas, successes and opportunities. Attitude is everything (BALLINNN ‘, 2018), (Sall, 2016). Communication ‘The Nouveau Elite’ are able to express themselves verbally very well and are communicatively strong. They outshine on a social level and are not shy at all. The communication with others is in a correct and decent way but within their social circle they act more casual and use words like “gozer” and “kerel”. Conversation topics range from travel, luxury living, sports, fashion and cars to political discussions about Donald Trump and the climate. Furthermore, they like to network at any time of the day. They

spend lots of time and effort in broadening their social circles and mostly do this through dinners, drinks and parties or through business channels such as LinkedIn (Quote, 2017). Investing The tribe rather invests than saves. They do not just only have an abundance of money but also want to manage it very well. This already starts at an early age. Preferably by private investing but also by investing in, for example, new initiatives, companies or cars. They therefore choose their investments on the basis of what they believe in (Smart Investing, 2017).

“Neem ruim.. neem ruim”. - Koen Kardashian (NPO 3)

PL AC ES TO

MARBELLA OCEAN CLUB Marbella (Ocean Club) is a place to be for “The Nouveau Elite”. This is further explained in chapter: Behaviour on page 21. The images are collected from different Instagram profiles from tribe members.

TIROL Tirol is a place to be for “The Nouveau Elite”. This is further explained in chapter: Behaviour on page 19. The images are collected from different Instagram profiles from tribe members.

HARBOUR CLUB The Harbour Club is a place to be for “The Nouveau Elite”. This is further explained in chapter: Behaviour on page 19. The images are collected from different Instagram profiles from tribe members.

MADFOX MadFox is a place to be for “The Nouveau Elite”. This is further explained in chapter: Behaviour on page 19. The images are collected from different Instagram profiles from tribe members.

CREATIVE EXPRESSIONS & STYLISTIC ELEMENTS ‘The Nouveau Elite’ are generally trying to be ‘hip’ and keep up with the latest trends in society (Divirgilio, 2015). They do not set trends but are always stylish, elegant and wear designer labeled items, from clothing to accessories. The focus is especially on quality and exclusivity. They highly value a good appearance and personal care and will never leave the house sloppy.

Clothing When it comes down to apparel, ‘The Nouveau Elite’ shows a certain elegance. Generally, the accessories are more on the forefront compared to the garments. Brands such as Supreme, Burberry, Ralph Lauren and Tommy Hilfiger are popular among this tribe. Men often appear in business suits, bought at Oger. These are made-to-measure and customized with initials. Accessories ‘The Nouveau Elite’ can be characterized by wearing and owning exclusive accessories. They spend lots of money on these products. The accessories are outstanding and real status symbols. Watches from Rolex and Chopard are often seen, as well as bracelets and rings from Cartier. In addition, bags such as the

Chanel 2.05 and the Hermes Birkin Bag are essential in their wardrobe as well as loafers from Louis Vuitton, slippers from Hermes and sneakers from basic sports brands like Nike and New Balance. At last, the ‘The Nouveau Elite’ also have several sunglasses within their collection. The classic Ray-Ban keeps coming back together with the elegant Celine sunglasses. Vehicles An important element in the lifestyle of ‘The Nouveau Elite’ is the possession of several luxury vehicles. They rarely make use of public transportation or bicycles. For small distances within the city, they mainly use the beloved Vespa ‘Primavera’ in all kinds of colors, from matte gold to shiny red. Furthermore, the Biro is emerging, the smart and compact city car. However, most of the money is spent on exclusive and expensive cars. Most of them are family owned. Sportscars such as Porsche, Mercedes, Bentley, BMW and the somewhat smaller Mini Cooper en Fiat500 are the most beloved ones.

M UST HA V

VESPA PRIMAVERA

The Vespa Primavera scooter is a key stylistic element for â&#x20AC;&#x153;The Nouveau Eliteâ&#x20AC;?. This is further explained in chapter: Creative Expressions & Stylistic Elements on page 25. The images are collected from different Instagram profiles from tribe members. 47

CHANEL 2.05

The Chanel 2.05 bag is a key stylistic element for â&#x20AC;&#x153;The Nouveau Eliteâ&#x20AC;?. This is further explained in chapter: Creative Expressions & Stylistic Elements on page 25. The images are collected from different Instagram profiles from tribe members. 59

EXCLUSIVE WATCH

An exclusive watch is a key stylistic element for â&#x20AC;&#x153;The Nouveau Eliteâ&#x20AC;?. This is further explained in chapter: Creative Expressions & Stylistic Elements on page 25. The images are collected from different Instagram profiles from tribe members. 71

The contemporary market is fickle, hard to understand and more personalized. This means that demographics such as age, gender and religion do not shape a specific consumer anymore. Nowadays, it is more about means of engagement. Understanding consumers in terms of beliefs, behaviour, norms and values is key to be relevant in today’s society. The tribe can be defined by six important norms and values. These together form the red thread throughout the whole report. ‘The Nouveau Elite’ can be characterized as real show-offs. They share their life mostly on social media and want to show their exclusive and extravagant life to the world. They always appear representative. In addition, the family is extremely important and a real motivation. In particular, the parents are real role models. ‘The Nouveau Elite’ value enjoyment besides the entrepreneurial life. Because the tribe has an optimistic attitude they create lots of possibilities for themselves, both social and businesswise. Within the next phase the brand K-swiss will be linked to the tribe: ‘The Nouveau Elite’. With this, the symbolic connection with a brand is most important for developing a new marketing approach.

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